Host Institution           

Start Date





 36 months

Project title and related WP(s):

Customer brand choice behaviour in virtual commerce  (WP3)


Recent breakthroughs in neuroscience of consumer behaviour are helping to understand how the consumer decision-making process takes place. Although latest advances have revealed that most of the brain processes that regulate our emotions, attitudes and decisions are beyond our consciousness (implicit processes), research is still laggard. The ESR 7 will be focused on the application of Mixed Reality techniques to consumer behaviour. From a theoretical point of view, a brand choice model will be elaborated and tested using advanced biometric signals processing (EEG, fNIRS, GSR, HV, ET, among others). From a technological point of view, the knowledge extracted from this work will be integrated into a unified experimental platform. ESR7 will propose a customer band choice model in a virtual commerce context. With this purpose, the fellow will 1) study how brand choice behaviour is driven in virtual reality settings; 2) assess how multiproduct platforms affect brand choice; 3) define the optimal information level of both technical features and emotional content to adopt brand, and 4) analyse the influence of brand comparisons based on informative content.

Expected results: The ESR will offer new insights into a) impulse buying in VR settings; b) Optimal design of VR settings; c) type, quantity and stored information for adopting brand choices; d) A new typology of VR consumers based on emotional reaction and impulsive consumption.

Planned secondments: UPISA (2 months): to study classification techniques to real time data processing; NEUR (2 months): to study neuroscientific measurement; GTEC (2 months): to study EEG and biosignals activity relating to choice behaviour.

Profile: An economist with consumer behaviour background and a strong interest in neuroscience and VR, only basic knowledge on neuromarketing and VR is needed.

Detailed info in Euraxess